• Journal of the Korea Academia-Industrial cooperation Society
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• v.20 no.8
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• pp.456-471
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• 2019

Consumers' growing interest in the environment has recently led them to recognize the importance of their dietary life and sustainable consumption. Thus, there is an increasing necessity to identify consumers' response on the relationship between the consumption of functional food and their interest in helping environment. This research was conducted to analyze consumers' behaviors as related to Spirulina, an eco-friendly functional food brand, by subdividing markets according to consumers' food lifestyle. The results showed that consumers were categorized into 3 types (high involvement in diet, pursuit of safety in diet, and pursuit of convenience in diet), and there was a significant difference in the consumption behaviors of the functional food according to the 3 types. Their positive attitude towards functional food and interest in the environment led to changes of their actual purchasing behavior by increased purchase of Spirulina. Also, consumers who displayed high environmental involvement showed a more favorable attitude towards functional food. Therefore, to expand the market of eco-friendly functional food, it is necessary to subdivide the market and target the consumers who are highly involved with protecting the environment, and to execute marketing strategies for eco-friendly products, in order to increase the consumers' awareness about eco-friendly functional food.

• Journal of the Korean Society of Food Culture
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• v.32 no.5
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• pp.383-393
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• 2017

This study was conducted to analyze the dietary lifestyle of local Chinese consumers and to classify dietary characteristics according to their dietary lifestyle factors and dietary behaviors. This investigation was conducted for 1 month from 1 January 2017 targeting 300 adult males and females living in China using the online survey company surveymonkey. Four factors relating to dietary lifestyle were identified, gourmet factor, healthy factor, convenience factor and economic factor, and these were grouped into 4 clusters according to their dietary lifestyle factor scores. Group 1, the gourmet economy group, showed a high percentage of living alone and a high frequency of eating out, but a relatively low percentage of three regular meals per day. Their dietary lifestyle was sensitive to gourmet factors and economic factors, but less sensitive to health and convenience factors. Group 2, the wide interest group, contained a high percentage of individuals in their 30s, as well as more highly educated individuals and a higher income than other groups. Because their dietary lifestyle scores tended to be higher than those of other groups, they sought a variety of new foods and gourmet meals for enjoyment of dining and life, as well as well-being food materials and foods related to health. Group 3, the health economic group, constituted a family-type consumer group with lower income level than the other groups. Members of this group were seeking health food and natural food in their dietary lifestyle and tended to pursue a high economic profit ratio when purchasing food. Finally, group 4 showed a relatively higher percentage of women over 30 and individuals with a college level or higher education than the other groups. This group was more interested in health and taste than price and convenience, and showed the highest LOHAS orientation among middle aged Chinese women. Moreover, members of this group directly utilized their knowledge regarding nutrition in real life.

• The Journal of the Korea Contents Association
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• v.20 no.8
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• pp.499-512
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• 2020

The development of the economy and network environment has a great impact on physical stores, and physical bookstores are gradually upgrading and transforming with the pace of the times. This study takes the modern bookstore under the concept of the third space as the research object. The purpose of it is to understand the needs of consumers for the space of the modern bookstores, explore the characteristics and development direction of them, which provides theoretical guidance for the follow-up development of the modern bookstore. Based on the concept of the third space and the theory of lifestyle shops and reorganizing theoretical investigation and prior research, the researcher extracts the characteristic elements of modern bookstores in line with the concept of the third space. Moreover, the research analyzes five bookstores opened in large-scale commercial facilities after 2010 as research cases. Through the analysis of the results, it shows that the modern bookstore is a multi-functional and compounded space which is gradually transformed from a single bookseller to a seller of selling lifestyle proposal. And through the analysis of big data to predict the changes in market consumption, we can find out the different needs of consumers, so as to carry out the targeted design of bookstore space and then improve the value of it. In the context of the co-development of economy and culture, the transformation of modern bookstores actually conforms to the change of consumer demand and realizes a virtuous circle.

• Culinary science and hospitality research
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• v.18 no.3
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• pp.90-107
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• 2012

This research has been conducted to discover the consumer's behavior in the purchase and consumption of korean alcoholic beverages. The intent of these works are to contribute to the growth of the traditional alcoholic beverages markets by giving necessary data for the marketing strategies and the development of favorite beverage to meet the consumer's tastes. The surveys have been conducted against a group of people ranging from their 20's to 60's randomly picked from seoul. The duration of the surveys was from August 1st to September 30th, 2010. We also examined the relationship between the selection attributes of traditional liquor and purchase satisfaction by consumer's life-styles. SPSS 18.0 statistical package was used to process data. Frequency analysis, factor analysis, a reliability test, K-means cluster analysis, one-way ANOVA and multiple regression were executed. As a result, through factor analysis and cluster analysis, authors identified 6 factors in the selection attributes of traditional liquor(characteristics, taste & fragrance, popularity, design, harmony, interest), 4 consumer groups(expert, fan, beginner, indifference), 4 consuming lifestyles(social oriented consuming style, maniac consuming style, pursuit of knowledge consuming style, outsider consuming style). Among the selection attributes of traditional liquor, taste & fragrance and popularity had effects on purchase satisfaction.

• The Journal of Industrial Distribution & Business
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• v.11 no.1
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• pp.29-38
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• 2020

Purpose: Understanding which product types of overseas travel (free independent travel vs. package travel) consumers will choose is one of the key issues of marketing and consumer behavior in travel agency management. Prior studies on overseas travel type preferences mainly focused on comparing regional differences (e.g., Asian vs. Westerner, or Korean vs. Australian, or Korean vs. Japanese, or American, French, Italian vs. Japanese) influencing the choice of overseas travel type. Another researchers focused on comparing cultural differences (e.g., individualism vs. collectivism, or individualistic culture vs. collectivistic culture), subcultural difference (e.g., acculturation; Koreans living in Republic of Korea vs. Koreans living in Australia), travel lifestyle, and socio-demographics (e.g., age, gender, income level, education level, marital status, occupation etc.). However, there are few studies that identify individual psychological differences (i.e., individual psychological differences within the same culture) influencing the choice of overseas travel type. Self-construal is a psychological factors that greatly influences choice behavior. The purpose of this study was to examine the role of self-construal as an antecedent variable influencing choice of overseas travel product type. Research design, data and methodology: To achieve the purpose of this study, the questionnaire survey method was used. Self-construal items composed of independent self-construal items and interdependent self-construal items. Product types of overseas travel were free independent travel (FIT) type versus package travel type. In this study, the correlation coefficient between independent self-construal and interdependent self-construal was nonsignificant. It meant that the relationship between independent self-construal and interdependent self-construal was orthogonal. Therefore it was analyzed that independent self-construal and interdependent self-construal separately. Reliability analysis, factor analysis, and logistic regression analysis (controlling gender and age) was used as the data analysis method. Results: According to the results of this study, the stronger independent self-construal, the more preference for the free independent travel type rather than package travel, and the stronger interdependent self-construal, the more preference for the package travel type rather than free independent travel. Conclusions: Self-construal is an antecedent variable influencing the choice of travel type. Travel agencies must consider the consumer's self-construal (independent self-construal vs. interdependent self-construal) before planning and designing overseas travel products.

• The Research Journal of the Costume Culture
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• v.19 no.3
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• pp.542-555
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• 2011

Internet shopping malls have rapidly developed within the economic recession due to changed lifestyle according to digitalization. Furthermore, customers in the 20~30s, the main consumer base of internet shopping malls in Korea, have begun to enjoy the new cultural trend of party culture, thus creating a new fashion market combining party and fashion. Therefore, the purpose of this study is to analyze design characteristics of internet party-wear shopping malls to provide guidelines and to present basic data for design development of party-wear in internet shopping malls. Research method was used by combining literary research with empirical research of analyzing design by capturing pictures of internet party-wear shopping malls. The following conclusion was drawn from research results. First, Party-wear consumption of internet shopping malls is increasing along with the increased sales of clothing fashion products of internet shopping malls. Second, design analysis results regarding 11 internet shopping malls selling party-wear was presented that consumer emotion and trend were combined according to distinct characteristics to display romantic style, romantic style mixed with modern or casual characteristics, sexy, and etc. Third, dress was presented as the most common item with 52.3% in item analysis executed on 588 pictures captured in 11 shopping malls. Ribbon was shown as the most common detail and trimming item, with 28.7%, and corsage and frills were each presented as 13%.

• 한국HCI학회:학술대회논문집
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• 2008.02b
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• pp.624-628
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• 2008

The purpose of this study is to investigate the "map of mind" or subjectivity regarding consumption behaviors of consumers in the digital environment. This study investigated the values and psychological and behavioral characteristics that motivate consumption for each types of consumers in digital environment. 76 Statements were selected from literature review and popular press articles that introduced consumption related phenomena. A total of 33 participants included experts on digital consumption and lay person, The results indicated that there are 6 groups representing Korean consumption patterns in digital environment: Digital Modernist, Digital Boomer, Digital Chic, Digital Ludens, Digital Conservative, and Digital Renaissance. This research is meaningful in that it provides a framework to view the diverse consumption behaviors in a more holistic rather than independent perspective, considering psychological aspects such as personal values and lifestyles.

• Korean journal of food and cookery science
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• v.29 no.3
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• pp.257-265
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• 2013

The purpose of this study was to understand the characteristics of senior consumers' food-related lifestyle and to investigate their demand for menu development of senior' friendly food products. An one-to-one survey method was used for data collection, and the survey was conducted with 490 senior participants who are over 55 years-old living in Seoul and Kyunggi area. The main results of this study were as follows: Most participants usually spend from 60,000 to 150,000won on food a month, and the female participants played a decisive role on food purchasing and preparation. They preferred home meal for their three regular meals to bread, convenience food, or eating-out. For menu development of senior-friendly food products, the demand for food products using moist-heat cooking method was higher than those using dry-heat cooking method. Also, the respondents did not like strong taste such as salty, spicy, or bitterness in senior-friendly foods, and wanted to have a variety of noodle, kimchi, meat, seafood meals.

• Journal of Distribution Science
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• v.14 no.10
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• pp.109-116
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• 2016

Purpose - This study investigates the purchase pattern relating to soybean products in Korea. Specifically, the effect of branding based on a regional name was analyzed in terms of consumer purchase frequencies. The primary purpose of this study is to understand why family characteristics affect product selection for a regional brand in the soybean food category. Research design, data, and methodology - We used data collected by the Rural Development Administration (RDA) of Korea. The RDA has monitored agricultural food consumers for years in order to obtain purchase records. Panel participants live in regions near the capital city of Seoul, Korea. Examining data from January 2010 to May 2016, 667 families were selected for analysis. The final data set was 1,335,402. Each purchase item by each individual family was aggregated to a countable weekly observation. To analyze the data set quantitatively, zero-inflation regression was adopted, which was appropriate to avoid biases from overly dispersed observations. Results - We hypothesized the effects of regional branding from the viewpoint of the family characteristics. The first hypothesis was that the number of children would be positively associated with the purchase of a regional brand of soybean products. The result strongly supported this hypothesis. The second hypothesis was that the number of family members would be negatively associated with the purchase of the soybean products of a regional brand. Based on empirical analysis, we concluded that this hypothesis was partially supported. The third hypothesis was the presence of an interaction effect between the number of children and the family size, which was supported by the results. As a supplementary analysis, we also tested mean-variance differences in terms of categories and regional branding with corporate branding. Conclusion - The results of this study provide insights for regional branding strategies in agricultural food management. This study appears to be one of the seminal studies trying to analyze purchase patterns from longitudinal observations. In addition, this study adopted variables characterizing family lifestyle. This study confirmed that children and family size should be considered when soybean product brands are introduced.

• Fashion & Textile Research Journal
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• v.10 no.6
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• pp.1006-1013
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• 2008

This study is basic material for development of a smart girdle. Through the intentionally sampling of 313 consumers from teenagers to the forties who have experienced wearing girdles, lifestyles on consumer's age, attitude to health, favor of warm functional girdle, and possibility to acceptance were surveyed and analyzed by questionnaire. The result of the study are summarized as followed. 1. Analysis about lifestyle with warmth and attitude to health showed that subjects in their thirties and forties have higher than teenagers and the twenties in frequency of distribution. This means people are tend to have more attention to warmth and health as they grow older. 2. In result about analysis of characteristic of wearing girdle, subjects were prefer girdle made of cotton which have superior permeability and hygroscopic property. The reason that wearing girdle is to complement of weak points of body somatotype in the thirties and forties and feel the stability during menstrual period in the twenties and teenagers. The time zone of putting on girdle is mainly winter while one is out wearing one-piece or skirt. 3. When surveyed about the preference to functional warmth girdle and possibility to acceptance, the results were that the subjects in their thirties were first, forty something was second, followed by subjects in their twenties, teenagers. It was shown that over 60% subjects were highly distributed. With regard to necessity of functional warmth girdle, every age groups were shown over 3.6 at average. This result was inferred that subjects had positive possibility to acceptance about functional warmth smart girdle.